Social tourism: current dimensions and future developments

Social tourism Current dimensions andfuture developments Arthur Haulot Of great importance in world tourism flows is tourism deriving from the participation in tourist and leisure activities of those social groups with modest incomes. Such forms of tourism have required social and political intervention to transform the basic principles of the universal right to rest and leisure into practical reality - the promotion of ‘social tourism’. This article describes the evolution of social tourism from its roots in the first half of the 20th century when industrial workers obtained annual paid holidays, to the present when tens of millions of people both in the industrialised and developing countries are involved in tourist activities. Many groups still have need of intervention to obtain tourism goods. The main organisations involved in promoting social tourism are outlined, with observations made on its future evolution. Dr Haulot is Secretary General of the International Bureau of Social Tourism (BITS), 5 Boulevard de I’Imperatrice, 1000 Brussels, Belgium. 1. International Convention on Paid Holidays, BIT. Geneva. 1936. 0143-25161811030207-6 SO2.00 The World Tourism Conference, held in October 1980 in Manila, produced a document of great historical importance. 107 governmental representatives and delegates from the 90 or so commercial and associate organisations which most represent the Manila Declaration on World tourism sector signed “The Tourism”. This Declaration accords present-day tourism its true role and its proper dimensions. Of greatest interest for us is the affirmation that: Modem tourism was born out of the application of social policies which led to industrial workers obtaining annual paid holidays, and at the same time found its expression through the recognition of the basic human right to rest and leisure. In this statement, the Manila Conference recalled the fundamental role that paid holidays for industrial workers - for long identified with the concept of ‘popular tourism’, and then with the concept of ‘social tourism’ - have played, and still play, in the patterns of world tourism flows. From paid holidays The idea of a paid annual holiday for workers was originally expressed in an international Convention in 1936.’ For the first time since the start of the industrial era millions of workers and their families found themselves in a position to take a one-week break from the unrelenting rhythm of work without having to forgo salary or income. Trade union organisations, and, in certain countries, governments quickly decided to undertake the first set of measures that would transform the legal principle into a reality. These measures represented the first steps towards social tourism as this term is understood today. Progress in this field was interrupted by the long, dramatic interlude of the second world war, but with the return of peace the movement towards social tourism was vigorously revived. In 1948 the International Union of Official Travel Organizations (IUOTO) - which 30 years later gave birth to the present World Tourism Organization - considered a “Report on Popular Tourism”. Two years later, at the request of the UN General Assembly, I assumed responsibility for this mission and proposed a change in terminology. My study which from then on appeared annually until 1963 was entitled ‘*Report on the Evolution of Social Tourism”. Why was it the evolution zyxwvutsrqponmlkjihgfedcbaZYXWVUTSRQPONM ofsocial tourism that served as the focus of the study, and why was this change in terminology made? At the time, it was justified by two main considerations. First, in several 1981 IPC Business Press 0 to social tourism 207 Social tourism countries the word ‘popular’ had acquired the connotations of a term of contempt, with overtones of ‘cheapness’ or ‘second-class’ - to term something ‘popular’ often carried with it a negative or scornful judgment. Yet there was no reason why workers should have been ashamed at having gained annual free time, in fact quite the opposite. This particular social reform, more than those which preceded it, represented a fundamental revolution in morality and a radical shift in human values. The second argument was based on the desire to find an expression which fitted the facts. It was considered that this type of tourism had certain specific qualities: this was social tourism to the extent that it could only be carried out where made possible through social intervention - through legislative, financial, technical and educational intervention, and most importantly through provision of information. These considerations are still reflected today in the definition adopted by the International Bureau of Social Tourism (BITS), which states that “The objective of BITS is to promote the develop ment of social tourism in the international framework. By the term “social tourism”, BITS means the totality of relations and phenomena deriving from the participation in tourism of those social groups with modest incomes - participation which is made possible or facilitated by measures of a well defined social character.” With developments in contemporary society, the standard of living of working people has altered considerably in many countries. The circumstances in which holidays and tourism are conducted have also undergone profound changes. Further, there is no longer a precise correspondence between the concept of an annual paid holiday and that of social tourism. Under the latter heading we now include the holidays and tourism of all those who still have need of social intervention to obtain the tourism ‘goods’. These include a great number of workers and the families of workers, a large proportion of young students or workers, retired people, and the disabled. Current extent of the phenomenon Thus defined, the ‘clientele’ of social tourism in fact amounts to tens of millions of individuals. A large proportion of these people live in the so-called developed countries, ie those in which the standard of living of the worker enables him to be aware of needs other than the basic needs of housing, food and health care. These countries form a vast geographical spread through the huge industrialised zones of the USA, Canada, Europe and Japan. With regard to the developing countries, social tourism still only means, in the majority of cases, a particular category of visitors from the rich countries - a category of tourists characterised at the time of their visit by a smaller spending power and by the specific forms in which their holiday requirements are met. However, the most advanced developing countries have recently begun to be aware of tourism needs arising in certain sectors of their own populations, deriving from both an improved domestic standard of living and from the example of visitors from other countries. Be that as it may, a cautious estimate of the numbers of those people actually involved in the system of social tourism totals about 208 International Journal of Tourism Management September 198 1 Social tourism 500 million. this particular This then defines the extent of the problems posed by aspect of social change in the past 40 years, Social tourism and public authorities We noted above what position was adopted first in various European countries, and then in other continents, with regard to tourism needs. The trends of 1936 have not become weaker; rather, the opposite has occurred. The more that people themselves attribute increasing importance to the quality of their own ways of life, the more that public authorities are led to take action so that freedom for leisure particularly in the form of tourism - becomes a practical reality. Some time ago, it became clear to many governments that commercial tourism could bring advantages to their countries. Today, many governments consider that they should first take all measures possible to ensure that their own citizens - including the less fortunate - can enjoy their own art treasures, natural beauty spots and the whole national heritage, before providing a stimulus to attract rich foreign tourists. The Manila Declaration cited above explicitly reflects this new and fully justified tendency. Obviously, one should not ignore the positive aspects of commercial international tourism: but it is clear that the often cited benefits of culture and enjoyment of life offered to individuals by tourism cannot just remain the prerogative of the privileged few - they must become a ‘common good’ for all. Tourism and the quality of life Protagonists of social tourism have never wavered in their view of the role that tourism plays in the lives of ordinary people, whatever income level these individuals may have: it has always been held that the right to appreciate beauty, nature and man’s heritage is an inalienable right held by every citizen. That it has taken two or even three generations for this principle to become recognised does not invalidate it in the slightest respect. The most recent developments in everyday life in the industrialised countries provide further justification: despite the difficulties caused by the long and harsh economic crisis in these countries, their populations have not allowed their right to holidays or leisure tourism to be affected. The economies that the inhabitants of the developed countries have had to make as a result of inflation and the erosion of their purchasing power fall first on areas of consumption other than tourism products. This is so because, for the many millions of people we have referred to above, holidays and travel constitute a benefit equally as valuable and inalienable as the rights that they have also gained to education and training, health and the general safeguards of life and dignity. The International Bureau of Social Tourism About 20 years ago it became clear that there was a need for an international centre to be established for discussion, research and action to respond to the newly emerging ways of life in industrial society. After these congresses were held in, successively, Beme. Vienna and Milan, those people in Western Europe who had responsibility for initiating and carrying out the response to these new needs considered International Journal of Tourism Management September 198 1 209 Social tourism it indispensable to share their experiences (both posiri\Te and negative), their thoughts and their options so as to best carry out their tasks and provide the most effective assistance. Thus in 1963 BITS was formed, and since then its main objectives have hardly altered. The organisation’s goal has always been to provide ftir those involved in promoting social tourism the means of making their work more productive, notably through provision of a databank and a permanent base for study and debate. The only basic change in BITS since its formation has been in geographical scope. Originally a wholly West European body, BITS now has members from the East, white and black Africa, North America, Latin America and Asia. The structural framework of the organisation, however, has changed little. The General Assembly is the sovereign body with democratic voting: this sets the budgets, draws up the programmes, and elects its own leaders. The Administrative Council oi’ersees the execution of the programme between each Assembly (held at twoyear intervals). The four-member College, in association with the Secretary General, ensures continuous functioning and inspiration for the whole organisation. Lastly, the Secretary General is named by the Council: that there has been a permanent Secretarv General for 18 years has probably made for continuity and vitality in the organisation. Apart from these statutory and permanent organs. the work of BITS is carried out through its publications, meetings. seminars, studies and conferences. On a permanent basis, study. considered reflection and reappraisal is carried out with regard to even’ aspect of social tourism. In tourism especially, perhaps more than in any other aspect of social life, nothing remains static: there must always be reappraisal, adaptation and refinement. External assistance By itself, BITS does not have the capability to find the answers for all the problems in its sphere of activity. Thus it has sought and succeeded in establishing permanent and worthwhile links with other international bodies. BITS thus has privileged and effectiL.e ties with the World Tourism Organization, UNESCO. the International Labour Organisation, the International Cooperative Alliance and the International Committee for the Protection of Historical Monuments and Sites (ICOMOS). To assess the extent of the cooperation that has been achieved, it is important to realise that these bodies play an important role in BITS’ main activities, and are directly involved in all of its policies. These international organisations are the most representative of those parties which have the greatest interest in tourism forming a concrete part of the contemporary quality of life for all people. Views on the future It should be emphasised that the role played by tourism in people’s lives is of prime importance. For workers in the industrialised countries, the current arrangements for annual paid holidays mean that they spend 8-l 0% of their lives every year on this kind of leisure activity. In considering future possibilities, it is important to bear in mind 210 International Journal of Tourism Management Sepmnber 198 1 Social tourism that the revolutionary technologies, which are currently bringing about fundamental changes in the conditions of production of the goods which meet human needs, are automatically leading to continuing increases in the amount of workers’ free time. In the not very distant future, the amount of time that a person will have to devote to production will be much less than the amount he will be able, or indeed will have, to devote to non-work. Everyone is aware of the gravity and severity of the psychological and social problems that such a radical transformation of basic values might bring in its train. Thus, measures must be taken to ensure that the individual will be able to summon up the psychological resources necessary to retain his composure and well-being - it is not enough simply to desanctify the concept of work. In the same way that industrial society has been compelled to organise social life to respond to the needs of education and human dignity, so it must be prepared to conquer the terrible void that could come about - if we do not prepare for it - if leisure time were only composed of non-activity and negative experience. From this perspective, of primary importance is the stimulation, by all conceivable means, of the positive employment of free time. There is an amazing wealth of possibilities offered by tourism activities - whether they be possibilities for relaxation or for discovering new activities. More than ever before, it is essential that great priority should be given to providing ways of educating and training people in the conscious and active employment of the leisure time which has become such a major part of life. Such training should not merely be considered as an adjunct to the development of improved transportation and accommodation. The Third World The question of tourism and the Third World was touched on above. The problems that arise in this respect must be confronted: must tourism in general, and social tourism in particular, become a further manifestation ofthe gulf between rich and poor countries? An answer to this cannot be found just be defining the problem. It would be dangerous for the poor countries to ignore the possible repercussions for themselves of the world development of tourism. The Manila Declaration clearly expresses the need to ensure that an improved quality of life for the people of the industrialised countries should not be achieved by a new wave of assaults on the dignity and potentialities of the developing countries. A passage in the Manila Declaration states: “Tourism resources at countries’ disposal consist of space, goods and values. It is therefore essential that resource use should not be carried out in an unregulated manner, otherwise there is the risk of the degradation or even the destruction of these resources. The satisfaction of tourism needs must not infringe (a) the social and economic interests of the population of tourist regions, (b) the quality of the environment especially a region’s natural resources, which are important tourist attractions or (c) the historic and cultural sites. All tourism resources are the heritage of mankind. National communities and the whole international community must take the measures required for their preservation. The conservation of historic, cultural and religious International Journal of Tourism Management September 1981 211 Social tourism sites, constitutes in all circumstances, and especially in times zyxwvutsrqp of conflict, one of the fundamental responsibilities of States”. Social tourism, by its very nature, is devoid of any considerations of profit and any financial ambitions, and offers the best means of effecting a tourism policy capable of playing, in the words of the Manila Declaration, “a positive role in ensuring stability and cooperation”, and thus contributing “to the establishment of a new international economic order”. Social tourism and commercial tourism It is important to emphasise that there is no reason why social tourism and commercial tourism should be antagonistic in any respect. However, we merely point out that, without social intervention, millions of people would not be able to obtain access to the joys and benefits of what can be called “classical” forms oftourism. This does not in any way imply a value judgement. Further, it is clear that this human need of the less well-off for leisure and tourism - in itself a noble and respectable ambition - cannot be allowed to become a new source of exploitation by groups which are motivated solely by the pursuit of profit and which treat this human need as though it were simply another commodity. There are many possible and desirable areas of cooperation between a commercial sector cognisant of its duties and responsibilities and a social sector motivated by its desire for a more rewarding life for all. In Europe, the first stage of the process, when principles are spelt out, was passed some time ago, and we have not progressed to carrying out concrete research and practical application of measures which derive from this view of the relationship between commercial tourism and social tourism. Further, North America has achieved remarkable advances in this respect. and this makes the North American countries especially important partners for many of us. Conclusions It is hoped that the scathing judgments which have too often been made about social tourism will cease when the semantic confusion which has often been at the root of these judgments - has been cleared up. Social tourism should be considered for what it is - not a ‘low-level’ form of tourism which is in some way second-class, but, above all, the expression of the desire of millions of people to enjoy for themselves the natural beauty of the world and to experience the exhilaration that discovery and rest can bring to each person. This can be achieved in practice by undertaking large-scale and benevolent regulatory action. Such action also finds justification in that its individual and collective objectives are consistent with the view that all measures taken by modem society should ensure more justice, more dignity and improved enjoyment of life for all citizens. Through the catalytic and educative role that it plays for many segments of people, social tourism has now become one of the most positive aspects of the unremitting evolution of technology and morality. This evolution is a cause for wonder, but also reason for worry. The stakes involved are high - there are dangers involved in any path we might take, and these should be neither underestimated nor disregarded. 212 International Journal of Tourism Management September 198 1